1.
PASAR SENI ITB 2014
The Largest Art & Crafts Festival in South-East Asia. Using Institut Teknologi
Bandung as the whole venue, approximately massive 500.000 people
coming from Bandung, Jakarta, Yogyakarta, Bali, and other major cities in
Indonesia, and other countries as well as Singapore, Japan, or Arizona
attended.
I lead the publication division as well as planning and managing the whole
marketing strategy, promotion content, and distribution through social media,
print ads, videotron, and media partners.
SARAH SOEPRAPTO
BRANDING AND COMMUNICATION DIRECTOR
(CHIEF PUBLISHING OFFICER)
January 2014 - November 2014

2. BRANDING
#1 Visual gimmick
The idea of this gimmick was surprisingly,
spontaneously developed. One of the
photographer sketched and photographed it, I
thought it will be viral if it’s treated like a gimmick.
and so we redesign the graphics and then printed
10.000 of them.
23-11-14 was Pasar Seni ITB’s event date, we
want people to remember the date like it’s a very
special date by unconsciously exposing it in
subtle way, it was a part of our social engineering
plan.
This gimmick succesfully gained massive
attention as its get photographed with some
popular icons like Ridwan Kamil, Shareefa
Danish of Rumah Dara, Bisma of Smash, Candil
of Seurieus, and other popular icons.
As it gained its massive success, it immediately
gets imitated by some random events like Java
Jazz or Charity.FM.

3. BRANDING
#2 visual asset
Visual creation on Pasar Seni’s posters created
by mimicking Indonesian mask, deconstructed
from the grand narrative of Pasar Seni, “The
Existence”.
This visual branding tries to resemble “The
Existence” someone who wants to be seen,
wants to be known, wants to be popular, as “The
Existence” resembles many of young people
nowadays who lives in the age of social-media.
The visual assets were created by graphic
designer team, and I am playing my part in
making the grand-narrative of the visual
branding, character of “The Existence” including
color pallettes.
The visual asset created like they’re craving to be
seen. Contrast of bright colors, overwhelming
ornamental uses, abstraction of figure and faces,
etc.
All of the event posters was supposed to be
connected when sticked together and juxtaposed,
gaining the visual effect of massive installation.

4.
BRANDING
#3 Copywriting
Not only visual, the whole copywriting tone and
manner of Pasar Seni ITB is responding grand-
narrative “The Existence”.
Copywriting tone and manner Pasar Seni ITB
2014 is basically mimicking news headlines
nowadays that were intriguing but were
misleading, and are “Koran Lampu Merah” like.
They don’t care about the truth and facts, they
only care about how many people reading their
news. Pasar Seni’s copywriting tone and manner
is all about recreating those tendencies in their
own way.

5.
PRINT ADS
#4 Pikiran rakyat
Pasar Seni ITB have massive number of media
partner, especially print ads, i forget how much
because it was too many. But this one is special.
After one difficult negotiation process, we have
succesfully dominated a whole newspaper for
one day. 2 spread, 4 pages, literally.
Pikiran Rakyat is the leading newspaper brand in
Bandung, and their headline on November 23,
2014 is not only ‘Pasar Seni’, their headline is
that they CHANGED their headline for Pasar
Seni along with another full spread of venue map,
rundown and parking lot map.

6.
CAMPAIGN
#5 AUGMENTED REALITY
Pasar Seni ITB 2014 utilized technology and
Mata-Mata Pasar Seni: Augmented Reality is one
of them. Mata-Mata Pasar Seni is a mobile app
that allows you to ‘meet’ the mascots of Pasar
Seni on your mobile phone using the app to scan
some of promotion gimmicks. 3D animation
popped out, then you could capture and share it
on your social media.
It went viral after dozens of internet celebrities
voluntarily endorsed them without any use of
paid-promote.

7.
CAMPAIGN
#6 SOCIAL AVATAR
This avatar template is downloadable so
everyone can make their own cool avatar to
celebrate Pasar Seni and become one of the
most succesful campaign as it’s being endorsed
by internet celebrities on social media platforms.
Filling the half picture, this mask template made a
massive effect when everyone around you
changed their profile picture to this social media
avatar.

8.
CAMPAIGN
#7 videos
Pasar Seni produced a unique and quirky feel with these viral
videos. It tells stories about being an art student in a subtle way,
in every video you could get surprising ending and that we’re
just going crazy in those videos.
Views ranging from 144.210 to 4.100 view.

9. channels
#7 Social media
Pasar Seni’s Social Media have gained
numerous followers in 5 months of publication.
Ranging from 30.000 (Facebook Likers) to the
least 1.780 (Youtube Subscribers). The social
media team is under direct supervising of me as
the Branding & Communication Director.
You can see more about Pasar Seni ITB 2014 at:
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Official Social Media Pasar Seni 2014:
Youtube: https://www.youtube.com/user/
pasarseni2014/
Twitter: https://twitter.com/pasarseni2014
Instagram: http://instagram.com/pasarseni2014/
Ask.fm: http://ask.fm/pasarseni2014/
Facebook: https://www.facebook.com/
pasarseni2014
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